This is our last newsletter of the year, Dear Reader, so I’ll keep it upbeat. Here’s a nice study by market research firm Censuswide, which reports that 66% of marketers expect a higher budget in 2022. Greatest growth will be in mobile advertising, podcasts, connected TV, and out of home. Fun!
Kustomer found the most desired retail personalization features were quick access to recently viewed products (59%) and online account information and purchase history (55%). But take note: ability to opt out of personalization (52%) ranked far ahead of personalized product selections based on past browsing and buying behavior (32%), behavior on other retail websites (19%), or demographic information (12%).
This AppsFlyer report takes a glass-half-full view of Apple’s tightened privacy rules, reporting that 46% of users have opted to allow app tracking when asked, and predicting rates will increase over time. They also report that companies are getting better at doing attribution in privacy-compliant ways. In plainer terms: the sky is not falling.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.